Contributing expert:
Alexey Novik, UX Tech Lead
at The Norm, part of Coherent Solutions 
 

AI is reshaping how work gets done, especially in design. However, for designers to get the most from AI, they need to treat it as a capable teammate, not an autonomous system. Finding the balance between automation and human creativity is what determines whether AI helps improve design quality or introduces more risk.  

 

That’s how our UX design team sees it, too. AI is capable, but it needs guidance. When it’s used with clear oversight, AI can help UX designers work more efficiently and maintain high standards, but the goal isn’t automation for its own sake. The goal is improving the quality and speed of design outcomes by keeping designers focused on context and user intent.

Key points:

  • AI adds value in UX only when design teams stay in control of decisions and results.

  • Clear rules and checks make AI a reliable part of the design process.

  • Human insight connects AI output to real user needs, keeping context and intent intact.

At The Norm, the digital experience agency within Coherent Solutions, this focus on human oversight and design intent shapes how we apply AI across our design practice. Each AI-assisted step is reviewed by senior designers to preserve intent, consistency, and usability. It’s a method that makes automation reliable, not risky.

Read the full article from The Norm